3469

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furniture warehouse to collect previously noted showroom products in flat pack form. Sometimes, they are directed to collect products from an external warehouse on the same site or at a site nearby after purchase. Finally, customers pay for their products at a cash register.

Today, most stores follow the same layout of having the showroom upstairs with the marketplace and self-service warehouse downstairs. Some stores are single level, while others have separate warehouses to allow more stock to be kept on-site. Single-level stores are found predominantly in areas where the cost of land would be less than the cost of building a 2-level store, such as the Saarlouis, Germany and Haparanda, Sweden locations. Some stores have dual-level warehouses with machine-controlled silos to allow large quantities of stock to be accessed throughout the selling day.

Task 2. Answer the questions.

1.What kind of stores are old IKEA stores?

2.How are they designed?

3.What kind of stores are new IKEA stores?

4.What is common in the self-serve warehouse?

5.What `s IKEA`s layout?

6.How many stores does IKEA have?

7.What does a number of stores depend on?

Task 3. Translate the sentences into English.

1.Расположение в магазине ИКЕА против часовой стрелки.

2.Такое расположение позволяет покупателям полностью видеть

магазин.

3.В ИКЕА есть склад самообслуживания.

4.Застекленная крыша позволяет снизить затраты на электроэнергию.

5.Застекленная крыша улучшает боевой дух рабочих и дает лучшее представление о продукте.

6.Выставочные залы находятся наверху.

7.Покупатели расплачиваются за продукты у кассы.

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UNIT 9

Task 1. Read and translate the text.

Layout (Part 2)

Most IKEA stores offer an "as-is" area at the end of the warehouse, just before the cash registers. Returned, damaged and formerly showcased products are displayed here and sold with a significant discount, but also with a no-returns policy. Most IKEA stores communicate the IKEA policy on environmental issues in this part of the store. The area, which is painted red, is named according to local customs, in the United Kingdom this is referred to as "Bargain Corner", in Sweden "FYND" (Bargains) and in Denmark, "Rodebutikken" (Rummage boutique).

In Hong Kong, where shop space is limited and costly, IKEA has opened three outlets across the city, most of which have the one-way layout. They are part of shopping malls, and while being tiny compared to common store design, are huge by Hong Kong standards.

The vast majority of IKEA stores are located outside of city centres, primarily because of land cost and traffic access. Several smaller store formats have been unsuccessfully tested in the past (the "midi" concept in the early '90s, which was tested in Ottawa and Heerlen with 9,300 m2 (100,000 sq ft), or a "boutique" shop in Manhattan). A new format for a full-size, city centre store was introduced with the opening of the Coventry (United Kingdom) store in December 2007. The store has seven floors and a different flow from other Ikea stores. IKEA's Southampton store which opened in February 2009 is also in the city centre and built in an urban style similar to the Coventry store. IKEA built these stores in response to UK government restrictions blocking retail establishment outside city centres.

Another feature of IKEA stores is their long opening hours. Many stores are in operation 24 hours a day with restocking and maintenance being carried out throughout the night. Public opening hours tend to be much longer than most other retailers, with stores open well into the evening in many countries. In the UK, almost all stores are open past 8pm and open around 9am to 10am. IKEA Saudi Arabia stores have some of the longest opening hours worldwide being open from 10am to midnight, 7 days a week. Some IKEA stores are not open on Sundays due to local laws.

The IKEA stores are also known for the free IKEA pencils, whereby some people consider it as a sport to collect as many of these IKEA pencils as they can during their visit.

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Task 2. Answer the questions

1.What do most IKEA stores offer at the end of the warehouse?

2.What kinds of products are displayed there?

3.What policy do IKEA stores communicate?

4.Why has IKEA opened three outlets in Hong Kong?

5.Why are the vast majority of stores located outside the city centers?

6.Where was a new format of IKEA store introduced?

7.What is another feature of IKEA stores?

8.What are they also known for?

Task 3. Translate the sentences into English

1.Некоторые товары продаются с большой скидкой.

2.Огромное количество магазинов ИКЕА находится за пределами города.

3.Товары выставлены в конце склада.

4.Новый формат магазина был представлен в Великобритании.

5.Магазины ИКЕА работают круглосуточно.

6.Это их характерная черта.

7.Запасы пополняются всю ночь.

UNIT 10

Task 1. Read and translate the text

IKEA Catalogue

The IKEA Catalogue (US spelling: IKEA Catalog; Swedish: Ikeakatalogen) is a catalogue published annually by the Swedish home furnishing retailer IKEA. First published in Swedish in 1951,the catalogue is considered to be the main marketing tool of the company and, as of 2004, consumes 70% of its annual

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marketing budget. Worldwide, approximately 208 million copies of the catalogue were printed in fiscal year 2013, more than double the number of Bibles expected to be printed in the same period.

For the 2013 edition, 62 different versions of the catalogue were created for 43 countries. The 2010 edition was published in 30 languages.

Production and distribution

Containing over 300 pages and about 12,000 products, it is distributed both by mail and in stores. Each edition of the catalogue takes about 10 months to develop from concept to final product.

Most of the catalogue is produced by IKEA Communications AB in Älmhult, Sweden, the site of the original IKEA store and where IKEA Communications operates the largest photo studio in northern Europe (8,000 square meters in size). As of 2012, the studio employs 285 photographers, carpenters, interior designers and other personnel working full time on photo shoots. The catalogue itself is printed on chlorine-free paper of 10-15% post-consumer waste.

According to Canadian broadcaster CTV, "IKEA's publications have developed an almost cult-like following online. Readers have found all kinds of strange tidbits, including mysterious cat pictures, apparent Mickey Mouse references and weird books wedged into the many shelves that clutter the catalogues".

Innovation

The company began experimenting with computer-generated imagery in 2005 by placing a single computer-rendered image of a wooden chair in the 2006 edition of the catalogue. According to Anneli Sjogren, head of photography at IKEA, customers did not notice that the chair was computer-generated. In 2010, the first entirely computer-generated room was created for the catalogue. By the 2013 edition, 12% of imagery for the IKEA catalogue, brochures and website was computer-generated. As of 2014, 75% of product images (i.e. white background images) and 35% of nonproduct images across all IKEA communications are fully computer-generated.

Augmented reality was introduced in the 2013 edition of the catalogue. "X-ray" views through furniture compartments, videos, how-to guides and other interactive content could be accessed by scanning a symbol on the catalogue with a mobile device. The 2014 catalogue contains an augmented reality app that projects an item into a real-time photograph image of the user's room. The augmented reality app also provides an indication of the scale of IKEA objects in relation to the user's living environment.

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Task 2. Answer the questions

1.How often is IKEA catalogue published?

2.When was it published first?

3.In how many languages is it published?

4.How many pages and products does it contain?

5.How much time does it take to publish the catalogue?

6.How many people are employed by IKEA photo studio?

7.What did company begin to do in 2005?

8.What is the percentage of computer-generated images?

Task 3. Translate the sentences into English

1.Розничный продавец мебели ИКЕА публикует каталоги ежегодно.

2.Каталог является основным маркетинговым инструментом.

3.ИКЕА публикует каталоги на разных языках.

4.Магазин распространяет каталоги, как по почте, так и в магазинах.

5.У ИКЕА есть большая фото – студия.

6.Фото-студия занимает 8000 кв. м.

7.ИКЕА создает компьютерные образы своей мебели.

UNIT 11

Task 1. Read and translate the text

Great design furniture concepts

Design furniture enhances the total ambiance of the room at its very best. Furniture has become an integral part of the modern day living and it plays a very important role in adding style and substance to the interior decoration of a house or an office.

The concept of design furniture has undergone tremendous amount of transformation and different designs have come out with various types of innovative concepts. Well designed furniture will be a combination of aesthetic appeal and functionality. The standard of the materials and ethical production techniques will contribute tremendously towards making the quality of furniture really supreme.

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Different companies have come up with different concepts to meet the ever changing requirements of the customers. A customer will have to work very closely with a quality Web Site designer to find out a unique piece that is in completely harmony with the personality of the customer. A quality designer will come up with different styles like Georgian, French, Art deco, classical, Modern, Victorian and so on. Some furniture designers will work independently and some others will work for big manufacturers.

Design furniture takes shape in the mind of a designer and comes out in the form of a sketch. In the earlier days, all the sketches were of one dimension and with the advancement of the technology 3D models came into existence. In order to get the correct assessment of the look and shape of the furniture, the designers will make 3D models of the sketches using cardboard, foam or wood.

Various technological advancements brought in innovative methods and Computer Aided Design (CAD) is the latest sensation in this field. The ideas will get converted into technical drawings with the help of CAD technology and prototyping machines are being used to take the clear printouts of complex 3D shapes. Design furniture should stand the test of time and it should have great aesthetic appeal as well as functionality. Prototypes of the design will be created to test the functionality and quality of the furniture.

Task 2. Answer the questions.

1.What role does furniture play in the modern day living?

2.What has undergone tremendous amount of transformation?

3.What for does a customer have to work with a quality Web Site designer?

4.What styles will a quality designer come up with?

5.What models came into existence?

6.What should designers use in order to make 3D models of sketches?

7.What innovative methods are there in the world nowadays?

8.What will be created to test the functionality and quality of the furniture?

Task 3. Fill in the gaps.

1.Design furniture enhances …… at its very best.

2.Furniture …. a very important role in adding style and substance to the interior decoration of a house or an office.

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3.…. will be a combination of aesthetic appeal and functionality.

4.A customer will …… with a quality Web Site designer to ….. that is in completely harmony with the personality of the customer.

5.A quality designer will come up with different styles like ……………… .

6.……………………………came into existence.

7.The latest sensation in this field is …………………. .

8.Design furniture should stand …………….. .

Task 4. Translate the sentences into English.

1.Мебель стала неотъемлемой частью нашей жизни.

2.Клиентам следует работать с дизайнером.

3.Материалы и производственные технологии позволят сделать качественную мебель.

4.Различные концепции удовлетворяют постоянно меняющиеся требования клиентов.

5.Мебель должна быть в гармонии с личностью клиента.

6.Некоторые дизайнеры работают на крупных производителей, а другие нет.

7.Благодаря развитию технологий появились 3D модели.

8.Инновационные методы и компьютерная графика – последние разработки.

9.Дизайнерская мебель должна выдержать проверку временем.

UNIT 12

Task 1. Read and translate the text.

Basic styles of furniture design Simple, Sweet, Effective

Some of the well known styles of furniture design include traditional, contemporary, casual, modular, cottage and formal. Traditional design furniture encourages a conventional look and homely atmosphere. The fabric will not be very showy and textured. Prominence will be given to straight lines with complete focus on balance and symmetry. The contemporary furniture design does not give too much importance to artistic approach and bright colors will be used in the design.

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Materials like wood, metal, glass and stone will be used for the construction and the usage of elaborate decorative materials will be avoided. The casual style gives prominence to more neutral colors like tan and grey and the modular style gives importance to the integration of different types of matching pieces to cater to the needs of the varying tastes of different customers.

The cottage style furniture has a pleasant and romantic style and the formal furniture style deals with long and vertical designs. An element of elegance can be associated with this style. It is up to the individual to decide what kind of style he would like to accept and the opinion of a quality designer assumes great significance in this regard. Furniture design does not confine itself to these basic styles only and some of the sub divisions include exotic, urban, eclectic, rustic, Amish, transitional and colonial.

A customer will have to be familiar with different types of design furniture before making any decision. The space, layout and the budget play an important role as far as the customer view point is concerned.

Various purposes like outdoor and entertaining deserve utmost importance and extreme care should be taken to select the most suited design furniture available. An experienced professional can come to the rescue by giving some valuable inputs in making the correct decision.

A customer will not be an expert in all the related areas and responsible companies will always help a person to arrive at the correct conclusion. The method of approach of these types of companies will be customer friendly and quality service oriented. Identifying the best suited manufacturer or supplier will have to be done with extreme care and attention. An extensive online search will help the customers to arrive at the best decision regarding the selection of the company. Various critical reviews and opinions of the existing customers are being included in quality websites. An online search will also help the people to find out the service of a professional furniture designer.

What makes furniture really unique? The aesthetic appeal and the functional qualities should go hand in hand to describe a piece of furniture as a truly great one. A well decorated room enhances the mood of people and it also increases the efficiency and the productivity of the people.

Quality furniture has a lot to offer in this regard and furniture plays an important role in making the interior decoration more attractive. A house is a place

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where one wants to get a lot of relaxation and office is a place where one wants to be prepared to face the official tasks thrown at him/her. A person needs quality furniture in both the places to be in his /her elements. Great concepts from quality manufacturers have played a huge role in ensuring a quality life to a great number of people.

A great interior setting will inspire person to be better equipped to face the challenges of life with refined thoughts. That is why great designers have been putting so much effort to bring quality furniture with inspiring designs. The furniture should be in complete harmony with the personality of the individual involved and that is what separates a great design from a mediocre one. Design furniture has become a craze among people and the responsibilities of the designers have increased ever than before. Great companies and quality designers have been making sincere efforts to meet the expectations of the people in the best possible manner.

Task 2. Answer the questions.

1.What are the well known styles of furniture design?

2.What is typical of traditional design furniture?

3.What materials are used for the production of traditional furniture?

4.How may a customer make decision about the type of furniture design?

5.Who may help a person to arrive at the correct conclusion?

6.What may help the customers to arrive at the best decision regarding the selection of the company?

7.What makes furniture really unique?

8.Why does a person need quality furniture?

9.Why have the responsibilities of the designers increased ever than before?

Task 3. Translate the following word combinations into Russian

1.Encourage a conventional look

2.Homely atmosphere

3.Be showy

4.Prominence

5.Elaborate decorative materials

6.Cater to the needs of the varying tastes

7.Vertical designs

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8.Confine oneself to smth

9.Deserve utmost importance

10.An experienced professional

11.Arrive at the correct conclusion

12.Customer friendly

13.Aesthetic appeal

14.A well decorated room

15.Enhances the mood of people

16.Put much effort

17.Inspiring designs

18.Be in complete harmony with the personality

19.Meet the expectations of the people